Gillette's Pioneering New Advert Tackles Toxic Masculinity In The Best Way

Toiletry brand Gillette is tackling toxic masculinity in its new advert created in the #MeToo era, focusing on setting a better example for young boys and holding one another accountable in future.

Advert

Gillette has flipped the 30-year-old slogan of 'The Best A Man Can Get' on its head for the almost two minute-long advert. Now, 'The Best A Man Can Be' is taking action against toxic masculinity.

After opening with a montage of news reports of the #MeToo movement, the narrator asks at the start of the short film: "Is this the best a man can get?" before showing acts of sexual harassment, sexism, and cyber bullying. "It's been going on far too long."

It then shows more positive behaviour, with men stopping catcalling and scorning those telling women to smile in the street. A father is seen splitting up two boys fighting in the garden, because, no, "boys won't be boys".

The razor company is hoping that its short film titled Believe will encourage men to hold each other accountable, quoting activist Terry Crews.

Gillette's advert has been watched more than 2.4 million times since it was first shared on Youtube on Sunday. Predictably, online opinion is split with some even going as far as boycotting the brand in future.

Advert

Piers Morgan wrote: "I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
Let boys be damn boys.
Let men be damn men."

I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. Let boys be damn boys. Let men be damn men. https://t.co/Hm66OD5lA4- Piers Morgan (@piersmorgan) January 14, 2019

Another echoed: "I am taking action. I'm researching every product made by Proctor & Gamble, throwing any I have in the trash, and never buying any of them again until everyone involved in this ad from top to bottom is fired and the company issues a public apology."

However, plenty have praised the ad. "The #Gillette ad gave me goosebumps. Great and strong message. Simply put, just 'care'," wrote one.

It's amazing how many men are getting offended at the #Gillette advert. The same guys who call people snowflakes getting upset at an advert, the irony.- Jon Illingworth (@JonIllingworth) January 15, 2019

Gillette's president Gary Coombe said: "By holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal 'best,' we can help create positive change that will matter for years to come."

And as someone pointed out, perhaps "the only reason you'd be offended by the #Gillette advert is if you displayed the toxic behaviour it's telling you not to do". Just a thought.

Rachel Andrews

Rachel Andrews is an NCTJ trained Journalist at PRETTY52. She specialises in Fashion and Beauty Journalism, and has experience at a range of online and print publications and joined the team in 2017. Contact her - rachel.andrews@pretty52.com